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The “Season Of Giving” campaign raised more than $100K for children in Serbia

by , Posted on 10th Jan 2019

More than $100,000 was raised for early childhood development programs in Serbia within the recently completed campaign of the Novak Djokovic Foundation. The campaign, which lasted from December 4th 2018, was joined by more than 300 individuals and organizations, and was matched by Novak and Jelena Djokovic.

The best tennis player in the world and the co-founder of the Novak Djokovic Foundation thanked everyone who supported the initiative and pointed out that each donation would certainly help to make a difference in the lives of the little ones.

“Every child is a unique human being, full of undiscovered potential and talents. The power to shape their future and make the world a better place is in all of us. By investing in the early development of children, apart from helping to form these young individuals and empowering them to grow into their potential, we are also investing in the future of the entire society,” said Novak Djokovic.

“I was fortunate that I had full support of my environment while growing up, and I am aware that this, unfortunately, is not the situation with other children in our country. For this reason alone, I will always return to this topic and try to give it maximum contribution because I truly believe that every child can grow up to become the hero of their own story if only we pay attention to their development early on. Big thanks to everyone who joined the Foundation during this “Season of Giving” campaign! Your support made a big difference and it helped us raise funds to create better conditions for early development of children in Serbia,” – added Djokovic.

The money raised will be invested in the School of Life project, through which we will open four new preschools in Šabac, Žitorađa and Indjija, while the fourth location will soon be known.

“According to the available data, close to 50 percent of children aged three to five and a half years old in Serbia are not included in pre-school education programs. In order to influence this statistics and provide our children with equal opportunities for playing, socializing, learning and proper development, the funds raised in this campaign will be directed to solving this problem. By opening and equipping four kindergartens, we will help 200 children, while their educators will go through professional development in order to implement the programs in the best possible way,” said Maja Kremic, the national director of the Novak Djokovic Foundation.

The “Season of Giving” campaign of the Novak Djokovic Foundation was also supported by numerous local public figures, such as Hristina Popovic, Jelena Tomasevic, Sergej Cetkovic, Nina Jankovic, Miodrag Radonjic, Tamara Dragicevic, Petar Bencina, and the football club FC “Red Star”.


Novak Djokovic Foundation was founded in 2007 as a global organization that invests in quality pre-school education in Serbia, a country in which every other child has access to preschool education. The Foundation’s work is based on the belief that pre-school education can change the lives of children and the whole community. We achieve this by creating the highest quality programs and learning environments, where more than 1,300 teachers and teachers have gone through our carefully designed professional training. So far, the Foundation has reconstructed or built 41 kindergartens and helped more than 22,000 children.

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